This year saw a massive shift in the traditional way of doing things. Fashion brands were forced to go digital to survive. Showcases had to rethink their presentation from the ground up, to think outside the runway. Entire seasonal lines were tossed in storage or reshaped into something new.
A lot of the issues in the industry — and the world at large — were laid to bare. But most of these changes were already coming, they just happened a bit faster than expected.
So where is fashion going now? What does the known and unknown future hold?
The Digital Fashion Frontier
The fashion industry has been sliding inevitably into the digital realm, some more willing than others. But those who embraced it early actually thrived in 2020. And that trend is only going to continue.
While some see the idea of a digital fashion experience to be completely missing the point of the tactile, tangible end result, there’s no denying there are some advantages.
Customer engagement is much more effective. It’s no longer about hawking your wares at the mall or sending out catalogs. Influencers perpetuate a brand lifestyle that’s only a click away. Brands can engage directly with existing and future customers across the web in various forms.
Data is unearthing brand new insights into customer behavior and styles.
Niche brands are thriving because of this. It’s much easier to find the right person for your unique brand instead of trying to appeal to everyone.
Digital storefronts allow you to carefully curate the best of the best in your fashion line. It allows for exciting and novel experiences through photography, video, and VR.
As we find new ways to interact with the digital world, expect fashion to be on the forefront as usual.
Fashion For And By Everyone
This year has shown an even brighter light on the inequalities across the world and the fashion industry is no exception.
But there has been progress; there’s more varied representation than ever. It no longer seems solely the realm of those who fit the traditional mold. Fashion should be for everyone. It’s a society-deep issue, but the fashion industry can do a lot to get us moving in the right direction.
A great first step is the democratization of fashion, the more global reach of niche brands, and the increased representation of all colors and creeds in important industry positions.
Fashion is a creative artform and we won’t see all the colors of that spectrum without allowing them room to shine. Here’s to hoping that trend continues into the future.
A Sustainable Future
If we’re going to see the beautiful future that fashion holds in store, we’re going to need to make sure it can last.
It’s no secret that the fashion industry is one of the biggest contributors to environmental damage. The future needs slow fashion, not fast fashion.
But the tides have turned and 88% of consumers want brands who are more environmentally conscious. So let’s give the people what they want.
Until 2020, sustainability in design was a bit of a niche topic, but this year was a wake-up call. Now, it’s on the top of everyone’s list. The number of sustainable fashion brands is growing
Levi’s has a denim collection requiring 96% less water to make. Tentree plants 10 trees for every item purchased. Vin + Omi harvests homegrown horseradish and chestnuts to spin into clothing. Patagonia helps customers repair clothing instead of trashing it and buying anew.
Everything needs to be sustainability focused for maximum results: the marketing, materials, production, and philosophy.
